persiMon® is the registered trademark used to identify the Rojo Brillante variety of persimmon grown in Ribera del Xúquer near Valencia in Spain. The fruit, which is an indigenous variety to the region, was first discovered growing in Valencia more than 50 years ago and is thought to have developed naturally from the conventional persimmon varieties that were introduced into eastern Spain.

Rojo Brillante, when translated, means bright red, however, it does NOT reflect the colour of the fruit. The persiMon® is actually bright orange and can sometimes be speckled with natural sugar freckles, which appear as the fruit ripens (just like bananas). These freckles are a sign of extra sweetness.

Persimons from Ribera del Xúquer tend to be larger and longer than other persimmon varieties, such as the small, squat Sharon fruit. They have a sweet, delicate flavour similar to a peach or a mango and are only available for a short period; usually from mid-October until January/February. I think their limited availability makes them even more special, which is why you must seize the opportunity when they are in market!

A Seal of Authenticity

persiMon® is the registered trademark used to identify the Rojo Brillante variety of persimmon (with two m’s) from the Ribera del Xúquer region. We have come to cherish this fruit for its firm flesh and lack of astringency (the sharp taste of unripe fruit).

You must understand that only a persimmon bearing the persiMon® trademark is certified and protected by the Denomination of Origin designation. This quality seal is the only one existing in the world for a persimmon fruit variety and is recognized by the European Union.

To ensure excellent quality, a Regulatory Council was founded in 1998 to regulate the production, quality, flavour, appearance and packaging of persiMon® grown and certified in the Ribera del Xúquer area. The Council administers a strict and efficient control system to ensure the persimmons from this region are grown to the highest possible standards, and that all its grower members comply with international food safety regulations.

The rigorous inspections performed at each level of production, to gain the sought-after D.O. status, ensure that each piece of fruit available on grocery store shelves bearing the persiMon® registered trademark is guaranteed to be the very best.

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